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Abstract

The objective of this paper is to analyse consumer preferences for goat-kid meat attributable to the market potential of mountainous areas and the valorisation opportunities arising from the certification of origin. The study explores consumer preferences toward the main attributes of goat-kid meat such as origin, weight and quality-certification. A Conjoint Choice Experiment was utilised to design the survey and a Latent Class Analysis Model employed to analyse the results of a survey carried out with 250 residents living in urban areas of Tirana. Origin was found to be the most important factor for all three identified consumer classes. This result can be used to producers’ advantage if labelling and other marketing tools are available to inform consumers of the products’ origin. Implementation and enforcement of origin identification should be a priority for the government and other stakeholders.

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